Latest posts by James Williams

Amazon’s impact on how people buy is having a dramatic impact on how consumers discover, evaluate and purchase products. Amazon leverages their intimate knowledge of the customer to make the experience personal and maximize wallet share. They are the new intermediary between you and your customers as traditional resellers get squeezed out of the market.

The end result for your company is shrinking margins and market share. It is no longer acceptable to rely upon anonymized customer data provided by resellers: you must establish direct and intimate relationships with your customers. Businesses that are not actively reinventing themselves to capitalize on digital will, in all likelihood, not be in existence in five years.

Key Takeaways:

Consumer product companies have had little direct relationship with their customers. Now they are getting locked out of their customers’ mindshare as brands lose importance to the frictionless experiences offered by the likes of Amazon.